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ADVERTORIAL
Old-World Recipes for Success Mastro® celebrates 40 years By Rebecca Alberico
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ry-cured meats and specialty hams have been a staple in the Italian home for centuries. When Italians immigrated to Canada and the United States, they brought their tasty traditions with them and introduced foods like salami, ham and pancetta to the Western world. There’s nothing quite like authentic Italian charcuterie that can ignite the taste buds and transport you to Nonna’s house in the Campagna with just one bite. The flavours and aroma are reminiscent of a time when food was simple, fresh and homemade. The renowned Mastro® brand has been producing and distributing the finest artisanal dry-cured and cooked Italian deli for the past 40 years, and keeping the values of quality and tradition alive. Mastro® products have likely made an appearance at some of your most cherished occasions. Think, delicious slices of salami on fresh homemade pizza, Genoa Salami tramezzini for the kids’ lunches and Nonna’s mouth-watering pasta carbonara with diced cubes of pancetta. As the brand celebrates four decades in the business, it doesn’t hesitate to divulge the most important secrets to its success – authenticity and quality. Mastro® brings old-world recipes and traditions to modern-day kitchens. Since its inception in 1976 to the present day, Mastro® prides itself on the freshest ingredients and top processes in the industry, while staying true to the rich Italian origin of its products. “Our technology and dedication to excellence enables us to create amazing products, all while maintaining the highest food safety standards,” says Adrian Zilli, Vice President of Sales for Mastro®. Mastro® employs the expertise of a “Master Salumiere” from Italy that boasts over 30-years-experience in the world of dry-cured meats. The Salumiere’s sole responsibility throughout production is to ensure top quality at each phase of the slow aging process, and in the final product. Mastro® believes that consumers are most satisfied when there is consistency in the product each time they open a new package. As the brand aims to provide a truly Italian culinary experience for consumers, it continues to garner the adoration and loyalty of Italian-Canadians and people from all walks of life, of all ages. “A gentleman came up to me at a trade show and told me that when he first came to Canada he always traded sandwiches at school with the Italian kids that had Mastro® deli meat, because they always had the best sandwiches!” shares Zilli. “He was so passionate about the product; it’s really gratifying to hear that kind of positive feedback.” The brand believes that a quality cured meat product takes time to produce. Mastro® respects and believes in the process and doesn’t take measures to speed up production. “When creating specialty products, the secret is patience and time,” says Zilli. “It’s all about craftsmanship when we’re developing artisanal products, especially in today’s production landscape where many tend to focus on output as opposed to quality.” By keeping up with trends in charcuterie, Mastro® manages to produce mouth-watering products for its consumers that cater to a variety of different palates and diets.
100 Commerce Valley Drive West
For the modern day foodie, Mastro’s® Riserva line is a charcuterie experience, with flavoured salami including smoked paprika, Chianti wine and fennel, truffle and roasted garlic. Each of the dry-cured and specialty cooked products within the brand can be enjoyed by the slice, and boast exceptional flavour when paired with the perfect recipe. Mastro® holds its products to a gold standard, and it’s no surprise that various products are ranked number one in their segment, including the brand’s most popular, *Genoa Salami. With any business, market strategies and numbers are always important, but product excellence never takes a back seat to business goals for Mastro®. It’s the secret it believes will push it through another successful 40 years of business and consumer satisfaction. “When we put the Mastro® name on a product, we never compromise on the quality,” says Zilli. To maintain leadership in any industry for 40 years is a feat of its own, and Mastro® stays humble to its success and acknowledges that its consumers play a big role in maintaining that success. The Italian deli giant appreciates its faithful consumers as “brand ambassadors,” as they are ultimately the ones who share their satisfaction with the product and recommend it to friends and family. The master in authentic charcuterie shows no signs of slowing down, and it remains committed as ever to delivering the best quality product that it can make. “We still have a lot of room to grow,” says Zilli. “The world is getting smaller and charcuterie is gaining appeal beyond the Italian-Canadian community, so we’re always on the lookout to bringing more of the Italian traditions to consumers of all backgrounds.” Haven’t tried any of Mastro®’s products? With pride and passion poured into each product, the team guarantees you won’t be disappointed. Good, quality food and family are the epitome of Italian culture, and Mastro® is proud to be part of the traditions that continue to bring these two values together. As the brand continues to flourish, the products become a tradition of their own. To celebrate its 40th anniversary, the brand has become the title sponsor for this year’s “Mastro® & San Daniele® Taste of Little Italy” taking place June 17 – June 19. The annual cultural festival transforms College Street, from Bathurst to Shaw, into an Italian piazza with restaurants, vendors and live entertainment on every corner. The Mastro® family welcomes everyone to come down to the festival and celebrate 40 successful years. /MD
*Claim based on MarketTrack Service for the Luncheon Meats category, 52 weeks ending March 5, 2016 for the National Branded Genoa segment and GB+DR+MM+GM+WC Channel. Copyright © 2016, The Nielsen Company.
Markham, ON, L3T 0A1
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www.sharemastro.com PANORAMITALIA.COM
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